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Sammanfattning: Fast fashion retailers have been criticized by numerous stakeholders for their unsustainable business model and have during past decades implemented CSR activities to mitigate their negative environmental impact. However, the perceived risk of being accused of greenwashing and being questioned by consumers have lead retailers to only disclosing their initiatives in annual sustainability reports, which consumers often have to seek out by themselves to learn more about. Recent studies however, have pointed to advantages of communicating the companies' CSR initiatives more extensively. If companies can persuade their customers that their engagement in CSR is genuine and in line with companies' values, that their intentions are sincere and convey a sense of trustworthiness, the companies' CSR communication can lead to positive brand attitudes. This study explores the principle of proximity as a factor in successful CSR communication. The principle is well known within the realms of journalism, postulating that people are more interested in homegrown news than in news from more distant places. With production, and consequently CSR initiatives, all over the world, and throughout the value chain, fast fashion retailers can possibly use this principle to display their CSR communication strategy in-store. More than 80 % percent of our respondents expressed an interest in environmental issues. Our findings suggest that an in-store sign displaying an initiative geographically close to this type of consumer, and in terms of value chain, conveys a greater sense of genuine engagement and trustworthiness as well as leads to a more positive brand attitude than its more distant alternative.